SEGMENTATION OF CZECH CONSUMERS AS FOR THEIR RELATIONSHIP TO ORGANIC FOODS

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F27266150%3A_____%2F13%3A%230000084" target="_blank" >RIV/27266150:_____/13:#0000084 - isvavai.cz</a>

Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

SEGMENTATION OF CZECH CONSUMERS AS FOR THEIR RELATIONSHIP TO ORGANIC FOODS

Popis výsledku v původním jazyce

Products of ecological agriculture have gained significant attention among consumers . It creates visible impact also on products of conventional agriculture. This leads to necessity to apply target marketing at food resp. organic food markets. The objective of this article is to explore possible approaches to the process of market segmentation at these consumer markets. The data of Market& Media& Lifestyle were used. Variables of food consumer behaviour and lifestyle were especially selected. Three lines of market segmentation were inferred from the basic conceptual approaches: a priori segmentation, post hoc segmentation and forward segmentation. The data were analyzed in several steps using multidimensional analyses. The results indicate different marketing potential of the investigated approaches. A priori segmentation seems to be more proper for orientation of sales management. Broadly based post hoc segmentation should be useful when the concept of marketing communication is to b

Název v anglickém jazyce

SEGMENTATION OF CZECH CONSUMERS AS FOR THEIR RELATIONSHIP TO ORGANIC FOODS

Popis výsledku anglicky

Products of ecological agriculture have gained significant attention among consumers . It creates visible impact also on products of conventional agriculture. This leads to necessity to apply target marketing at food resp. organic food markets. The objective of this article is to explore possible approaches to the process of market segmentation at these consumer markets. The data of Market& Media& Lifestyle were used. Variables of food consumer behaviour and lifestyle were especially selected. Three lines of market segmentation were inferred from the basic conceptual approaches: a priori segmentation, post hoc segmentation and forward segmentation. The data were analyzed in several steps using multidimensional analyses. The results indicate different marketing potential of the investigated approaches. A priori segmentation seems to be more proper for orientation of sales management. Broadly based post hoc segmentation should be useful when the concept of marketing communication is to b

Druh

O - Ostatní výsledky

CEP obor

AH - Ekonomie

OECD FORD obor

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Projekt

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Návaznosti

N - Vyzkumna aktivita podporovana z neverejnych zdroju

Rok uplatnění

2013

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů